84 Lumber

Construction-supply company 84 Lumber has splashed out an estimated $15 million on a 90-second ad — its debut Super Bowl spot, AdAge reported. The ad, created by Brunner, will air in the second quarter, before half-time and aims to recruit new employees.

However, the first cut of the ad has had to be scrapped after Fox rejected it for being "too political," Campaign first reported. The creative had featured a wall blocking people looking for work in the US.

The final version seems, if anything, even more controversial. The ad appears to show a Mexican woman and her daughter on an arduous journey to find work.

A website for the ad also asks viewers to "complete the journey during halftime," suggesting that the end of the duo's journey is "too controversial for TV."

Audi

The automaker is returning to the Super Bowl for the ninth time, with an ad created by agency Venables Bell & Partners.

The ad is all about gender pay equality — but it has come under criticism from some viewers who allege Audi doesn't practice what is being advocated in the ad.

Take a look:

Avocados from Mexico

Avocados from Mexico told Business Insider in December it was coming back to the Super Bowl in 2017. It's the third year in a row the brand has advertised in the big game.

This year's ad will be focused on promoting the fact that avocados are healthy, something the company was not explicitly permitted to do so in the past due to old FDA rules.

Here's the ad itself:

Bai

The drinks company has bought a 30-second spot, which will star Justin Timberlake, AdAge reported.

Timberlake is being referred to in the ad as Bai's "chief flavor officer."

Budweiser

Budweiser's Super Bowl ad will retell the story of the brand's cofounder Adolphus Busch's 1857 journey from Germany to St. Louis in the United States, Adweek reports.

The "Born the Hard Way" 60-second spot is described by Adweek as a "gritty, compelling" period film about Busch's early steps toward creating the world's largest brewer. However, the brand's marketing boss said Budweiser is not intending to make any sort of political statement about immigration.

Here's the spot:

Buick

On January 31, Buick released the 60-second spot, which will star Cam Newton and Miranda Kerr. The brand said it was originally planning to air a 30-second commercial, but it liked the extended version so much that it forked out for a minute-long ad slot.

The ad will appear in the first quarter:

Busch

The humorous 30-second spot sees a checked-shirt-wearing-Busch-guy opening up a can of Busch, with its signature "Buschhhhhh" sound — much to the disgruntlement of the local wildlife in the forest he's standing in:

Coca-Cola

Coca-Cola confirmed to AdAge it will run two 30-second spots during the game, but the company declined to comment on which ones.

All we know, according to sources, is that we'll be seeing an ad for Coke and another for Sprite.

Evony: The King's Return

Top Games US will showcase its mobile game "Evony: The King's Reeturn" using a 30-second ad during the Super Bowl.

The creative details a battlefield, with actors playing Geroge Washington, King Arthur, and Empress Wu Zetian. It was created by Butler, Shine, Stern & Partners and will air during the third quarter of the game.

Here's a 2-minute preview:

Febreze

Febreze will make its Super Bowl debut with a 30-second spot in the second quarter, created by Grey New York, according to AdAge.

The ad plays on the knowledge that viewers will run for a bathroom break half-way through the game.

Here's the ad:

Ford

Ford is returning to the Super Bowl for the first time in three years, AdAge reported.

The 90-second spot will air just before the start of the game and will tell the story of how Ford can help people out who have become a little bit stuck in life.

Here's the ad:

"Ghost in the Shell"

Paramount is airing a trailer for its live-action feature "Ghost in the Shell," starring Scarlett Johansson during the big game.

Here's the spot:

GNC

The vitamins retailer did plan to air a spot during the big game's first quarter, but — after initially getting clearance from Fox — the ad was banned by the NFL because some of its products contain substances that are banned by the football league, AdAge reported.

The ad was meant to form part of a larger rebranding strategy that has also seen the launch of a loyalty program, app, and new point of sale terminals. That marketing campaign — the biggest in GNC's history — will still go ahead.

The company posted a set of three teaser videos online, under the banner "Courage To Change," on January 25:

GoDaddy

Web hosting company GoDaddy opted out of the Super Bowl in 2016 but it's back this year with an ad that features its new product, GoCentral.

The ad will first aired on January 31, during CBS' Super Bowl Greatest Commercials special.

The creative focuses on internet culture and features dozens of Easter eggs such as a sneezing panda, an ice bucket challenge, and cats on Roombas.

Google

Google plans to air an ad for its Home voice-activated assistant and speaker, according to AdAge.

No news yet on the creative or when the ad will appear.

H&R Block

The taxes company confirmed it will be appearing in the Super Bowl to promote a new partnership with IBM Watson, but it hasn't released creative ahead of the big game.

The 60-second ad will air in the first quarter and stars Jon Hamm.

The Handmaid's Tale

Hulu will be promoting its original series "The Handmaid's Tale," which is based on the 1985 Margaret Atwood novel.

The spot will air during the second quarter and stars the series' heroine Elisabeth Moss:

Honda

The automaker is coming back to the Super Bowl for the third time and the second straight year.

This year's ad will promote the 2017 Honda CR-V and will be produced by ad agency RPA, according to AdAge.

The brand released a teaser on January 31, starring Steve Carell:

Hyundai

Hyundai plans to shoot its ad during the Super Bowl itself, then air the spot shortly after the game.

Persil

It is the second time the detergent brand has appeared in the Super Bowl, following last year's debut.

Here's last year's ad:

Skittles

The Wrigley confectionery brand is running a Super Bowl ad for the third consecutive year.

The 30-second spot, called "Romance," tells the story of a boy trying to woo a girl by throwing Skittles at her window, which she duly catches in her mouth. Her mom, dad, grandma, a cop, and a beaver also get involved.

The ad, which will air in the first quarter of the game, was created by Adam&EveDDB. Here it is:

Snickers

Snickers will continue its "You're Not You When You're Hungry" campaign with this year's Super Bowl spot, which it plans to film and air live.

"Star Wars" and "Girls" actor Adam Driver will play the lead role in the spot, according to Brandchannel. The ad was created by BBDO New York.

The brand released a teaser on January 25:

Sprint

Sprint CEO Marcelo Claure confirmed on Twitter on January 27 that the carrier will be returning to the Super Bowl.

On February 1, the brand and its ad agency Droga5 released the creative.

A dark-humored 30-second spot will run in the second quarter of the game. Here's the extended cut, which shows a dad faking his own death to get out of his Verizon contract:

Squarespace

Website building company Squarespace is back in the big game for the fourth year in a row.

This year's ad stars John Malkovich.

It sees Malkovich getting increasingly annoyed with the person who registered the JohnMalkovich.com domain name before he did.

The first spot to air is dubbed "#BagOfUnlimited" and stars Martha Stewart and Snoop Dogg.

Then there's a spot called "#Punished," starring Kristen Schaal from "Bob's Burgers" and "Flight of the Conchords."

In the fourth-quarter, T-Mobile has a surprise ad planned that it describes as "almost too hot for TV."

TurboTax

TurboTax is back in the Super Bowl for the fourth year in the row with a campaign starring DJ Khaled, Kathy Bates, David Ortiz, and Karla Souza, according to Adweek.

The 45-second Super Bowl spot was created by Wieden + Kennedy.

Here's one of the pre-game teasers, telling the story of Humpty Dumpty falling off the wall as he was doing his taxes on his phone:

WeatherTech

The car floor mat-maker is coming back to the big game for the fourth time in a row this year, according to Adweek.

Here's the ad:

Wendy's

Wendy's is marking its Super Bowl debut this year with an ad all about how the restaurant chain does not serve up frozen burgers.

The genesis for the ad was a humorous Twitter exchange with a customer who didn't believe Wendy's served fresh beef in its burgers. The ad directs viewers to a fictional chain called "Othr Guyz," which apparently uses frozen patties.